McKinsey recently published a survey on China’s Internet obsession; you may be surprised to see how much time Chinese consumers are spending online:
People in the 60 largest cities in China spend around 70 percent of their leisure time on the Internet, according to a survey we conducted in 2009. In smaller towns, the corresponding number is 50 percent. The PC is fast replacing the TV set as an entertainment hub, and emotions run high over who gets to log on and for how long.
Other interesting findings include:
- One in five consumers between the ages of 18 and 44 won’t purchase a product or service without first researching it on the Internet.
- Companies that create microsites or stage online events usually find that consumers in China respond enthusiastically by posting comments, pictures, and videos.
- Many companies track online conversations in China constantly.
Have you got enough budget for your target?